A Rebranding Process... Back To Business

My life for the past while has largely been taken up in this rebranding project. What an adventure! The above is where the client started off (their old identity) and below is where things are heading...

A ton of research and many details have led to where we're at now. Let me give you an overview of the story.

The challenge is to position this community credit union in the marketplace as a state-of-the-art alternative, supporting it's traditional client base while positioning itself for new business. In examining alternative banking experiences, the major differentiation was clear that this client is a local entity, centered on the community and, as a credit union is a caring banking experience where the members are the owners. In short, this is a beneficial banking experience (without a head office in a distant city) where people know you by name and not just as an account number: with competitive rates and superior customer service.


Above are preliminary layouts for a full page ad, web home page and web banner. These are used to demonstrate how the new identity can be portrayed in concept layouts and how the benefits can be incorporated into a call to action.

Additional collateral for the presentation include stationery, signage and billboard/bus shelter advertising. But this will give you an idea as to direction.

Corporate rebranding is a long, involved process that takes into account not only a logo and tag line but a look at how the total communications package strategically focuses on benefits - consistently across all media over the long term... and it takes months if not years to fully integrate itself into the public consciousness. This is just a start.

Would love to hear your feedback on the approach!